This email has a structural advantage most emails never get: a real, dated, personal event the reader has already committed to. They are racing in Banyoles, in July, in the Spanish heat. That is not manufactured urgency — it's the most honest conversion trigger SiS owns, and the whole email is built to leverage it rather than invent one.

The audience is narrower and warmer than Email 1: ~1,000 age-groupers who have qualified and are training now. They don't need educating that fuelling matters — they need the specific consequence of getting it wrong in these conditions, because for this reader consequence converts harder than benefit. So the email names the failure mode plainly: the dehydration you pick up on the bike that you can't claw back on the run. That is the emotional core. Everything else serves it.

It follows the HUUB structure the partner already uses and the audience already recognises: congratulatory open (you've earned this) → the substance (why heat changes the race) → the plan (what to do) → the offer (the pack that does it) → confidence close (rehearse it, see you there). Borrowing the familiar pattern reduces cognitive friction — the reader knows how to read it.

Crucially, the heavy science from the original guide is compressed, not reproduced. The reader respects the evidence but won't wade through a lecture in an email. So the physiology is cut to three cause-and-effect lines, and the detailed protocol is reduced to a scannable two-tier plan (under/over 90 minutes). The full guide sits behind a secondary link for the reader who wants depth — it doesn't compete with the primary action.

The product is introduced last and lightly, as the easy way to execute the plan the email just taught — not as the point of the email. By the time the pack appears, the reader has already accepted the problem (heat), the stakes (fading on the run) and the solution shape (carbs + fluid + sodium, matched to distance). The pack is simply the path of least resistance to a plan they now want.

Two CTAs, two readiness states: "Find Your Race Pack" for the ready buyer, "Read the Full Heat-Fuelling Guide" for the curious-but-not-yet. They never compete, because they serve different readers and are visually distinct (action button vs. learn link).

The voice is the coach's voice throughout — 1:1, advising, "use it," "see you on the start line" — because the partner relationship is a federation supporting its athletes, not a brand selling to a list. The single conversion bet is: meet a real athlete at a real, fast-approaching, high-stakes moment, name what they're quietly afraid of, and hand them the rehearsed plan that removes the fear.

EMAIL 2 — Banyoles age-groupers (HUUB-style, BriTri voice, SiS partner)

You've earned your place in Banyoles.

Lining up at the 2026 Europe Triathlon Championships this July is the reward for months of disciplined work. But racing in the Spanish summer heat changes the game, and the athletes who finish strong are the ones who plan for it now.

So we've teamed up with Science in Sport to give you a fuelling plan built for exactly these conditions.

As your core temperature climbs, your heart works harder, your muscles burn through glycogen faster, and you lose sodium at a rate cool-weather racing never tests. Fatigue arrives earlier, and the dehydration you pick up on the bike is almost impossible to claw back on the run.

In the heat, hydration and electrolytes matter as much as carbohydrate. Get all three right and you hold your pace to the line.

Sprint (around 90 minutes): fast single-source carbohydrate is enough, around 60g an hour, with consistent electrolyte intake to offset heavy sweat. Caffeine timed at the bike start peaks just as you reach the run.

Standard distance (around 180 minutes): a single carb source stalls at roughly 60g an hour. The dual-source Beta Fuel system lets your gut absorb 80 to 90g an hour, which is the margin between a strong finish and a survival shuffle, with sodium and fluid maintained throughout the bike and run.

Whichever you're racing: start fuelling early, keep sodium topped up in the heat, and use the bike to get carbohydrate and fluid in before the strain of the run.

You don't have to assemble it yourself. The new SiS Triathlon Race Packs, Sprint and Standard Distance, give you the complete protocol matched to your race: what to take, and precisely when. Both are Informed Sport tested, and built for heat-affected racing like Banyoles.

→ Find Your Race Pack → Read the Full Heat-Fuelling Guide

Practise it in training before you trust it on race day. Dial in your carb tolerance, sweat rate and sodium needs now, so Banyoles feels rehearsed, not risked.

See you on the start line.

British Triathlon x Science in Sport